Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
We'll show you the basic steps of a content audit here. If you're looking for a deeper dive, check out this guide from Distilled and this more SEO-focused one from Everett Sizemore. In addition, Michael King has a great presentation that takes a deep dive into the use of personas in content audits with a solid look at some helpful tools, and Inflow has a helpful chart to focus your auditing efforts.
User-Generated Content: Soliciting reviews, comments and content from avid online users and social followers cycles fresh ideas into your content production schedule and presents a more genuine relationship between your brand and the public. UGC allows followers to speak on behalf of your brand through digital vehicles like contests, giveaways, hashtag campaigns, video stories and other visual means.

As a marketing technology company, DemandBase has invested a lot of time trying to optimize their content marketing strategy. Rachel Balik, the senior content marketing manager, has provided an overview of the evolution of DemandBase’s content marketing strategy on the company blog. Balik also says that she attends Content Marketing World regularly to learn more about best practices in the industry to improve their overall strategy.


Determine where you’ll submit your content. This could be for your own blog or another publication in your industry. Create a list of potential publications, and carefully research the guidelines for each outlet. Putting together an article and shopping it around to half a dozen publications won’t get you anywhere; however, by understanding what each publication is looking for, you can create custom content that provides value for the audience and increases your chance of acceptance. 

Like style guidelines, a content marketing strategy should be comprehensive and also concise. You want to cover likely eventualities and explain the basis of the strategy, but you also want to help prevent a new strategist or writer from spending the entirety of his or her first month reading it (and ensure they can actually remember the gist of it by the end).
Identify where target audiences are spending their time online, and where relevant conversations are already taking place. For retail companies, maybe it’s Instagram and Pinterest. For B2B, it might be Twitter and LinkedIn. Instead of wasting time and resources on social media that won’t deliver, focus on the right channels with the biggest payoffs...

3. Interviews: While many media companies use interviews as the core of their content offerings, take a page from Comedy Central’s Jon Stewart, who specifically extends his on-air interviews to be used as unique web-only content....Consider talking to key people related to the topic. For many businesses, this means your employees, as well as outside experts.
It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Susan Gunelius – KeySplash Creative, Inc., author of Content Marketing for Dummies
EXAMPLE: TD Ameritrade produces its print and digital magazine, thinkMoney, for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade.
Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
3. Interviews: While many media companies use interviews as the core of their content offerings, take a page from Comedy Central’s Jon Stewart, who specifically extends his on-air interviews to be used as unique web-only content....Consider talking to key people related to the topic. For many businesses, this means your employees, as well as outside experts.

So what can you learn from Make-A-Wish and Batkid? If you work to support local causes, why not get your customers involved? You can use social media, email marketing, and other types of content marketing to get the word out about your favorite local charity or organization. Not only does this help you provide more support for the worthy cause, but in the process, you can connect with leads and customers who care about the community and support the same causes your business cares about.
DemandBase is a marketing technology provider that specializes in serving B2B brands. Recently, the firm used white papers, infographics, SlideShare, and webinars to source new leads for one of their campaigns. According to Top Rank Blog, the company generated 1,700 new leads and connected with 125 webinar viewers, helping them to generate over $1 million in new revenue through content marketing.

When you think of social media influencer marketing, your first thought is probably not General Electric. However, GE provides one of the best content marketing examples for B2B brands. Rather than highlighting their consumer products (like washers and vacuum cleaners), the company decided to use social media influencers to highlight their other business – like jet engines and wind turbines.
But Barclaycard isn't stopping there. This past year, it launched The Fast Track, an impressive, interactive online course for small business owners and entrepreneurs. Each of the five learning modules spotlights a local business, plus video, audio, written content, and downloadable guides. Module 3, for instance, is on "Building profile and customer loyalty," featuring the owners of Blok London, a boutique class-based gym, and how it's competing in a saturated fitness industry.
That’s why it’s exciting to see a brand like Farmers Insurance offer a modern and engaging content hub, plus consistently creative and engaging video – like a recent effort from last Halloween. Starring J.K. Simmons as Professor Nathaniel Burke (Farmers’ brand mascot since 2010), and spinning off from the success of an earlier campaign – Hall of Claims, which pokes fun how wide-ranging and far-fetched these reports can be – "The Stranger Claims" series takes on the same theme, complete with a nod to the hit Netflix show "Stranger Things."
At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.
If you haven't already noticed, you're currently perusing a blog post. Blog posts live on a website and should be published regularly in order to attract new visitors. Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites. We recommend that blog posts be between 1,000 and 2,000 words in length, but experiment to see if your audience prefers longer or shorter reads.
Xerox is the world’s leading photocopying company. While that sounds like something to brag about, it has, ironically, created some branding problems for the company. Since Xerox is so widely known for its photocopiers, many customers don’t know anything about its other services, such as IT outsourcing. Xerox solved this problem by rebranding itself with content, which played a huge role in boosting business in its other verticals.
The best part of a strategy is being able to track it and see it work. Think about how you can track success every step of the way -- from traffic to engagement to conversion. What tools will you need? Google Analytics? If so, will you need to set up goals in Google Analytics? What about link tracking and UTM parameters? Also, will you need dedicated landing pages?
Ever spend precious time creating a piece of content, only to realize that it didn’t actually do what you wanted it to do? Yeah, we’ve been there, too. That’s why it’s so important to clearly and precisely outline your goal for each piece of content before you start anything. It gives you a road map to determine which main points to hit within the content, how to distribute it, and what metrics are needed to track success once it’s published.
Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.

Social media can be a great way to create shareable content. Many brands are doing all they can to get those shares, likes and follows up and no-one has mastered this better than Old Spice. This is a brand that – as lifted from their very own Twitter bio – has “74 years of experience helping guys improve their mansmells with deodorant, body-wash, antiperspirant and fragrances.”
First off, it allows you to have an “always-on” relationship with your customers. This means that you can engage with them every day, even when they’re not in the market for a purchase. With advertising, you typically see major peaks and valleys. Your traffic, engagement, and sales spike when you’re running a campaign. Those numbers fall when the campaign ends.
Workiva offers a real-time cloud service to help clients collect report and analyze data. Due to the sophistication of their service, the company needs to diligently educate customers in order to attract new buyers and grow their business. Thus far, the company has used a variety of content marketing techniques to boost their brand reach and improve customer retention.

One final word on creating a content marketing strategy: It’s not a one-and-done process. As things change within your company, and as the nature of the content marketing landscape shifts, you might find that you’ll have to go back and adjust your strategy. Think of your content marketing strategy as something that will grow and change over time, as your brand grows and changes.


During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
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